tokyo-tech-dtf-2019-storytelling

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INTRO DESIGN THINKING FUNDAMENTALS 2019 - module 6

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RE-GUIDANCE • Syllabus: https://titech-edp.github.io • Today's Slack Channel: #realtime-20190511 • It's WELCOME to externally publish (ex. Twitter, Blog, Instagram ) #titech-edp • Homework Submission: #homework-20190420 • Encourage to discuss with Slack and see around other teams' channels !! 2

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ICEBREAK

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ICEBREAK 1/3 • Make a group of 4 or 5. • Search images by "mysterious object" etc. and pick one object as a group. • Individually draw the object (and write your name) and share it with the group. • Take a photo of all of the sketches and upload it to the slack#realtime-yyyymmdd. 4

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ICEBREAK 2/3 • Create as many stories as you can with STORY SPINE about the obj. • Each person writes a step by turns. • STORY SPINE (by Kenn Adams): 1. Once upon a time... （あるところに……がいました） 2. Every day... （毎⽇のように……していました） 3. Until one day... （あるとき……が起こりました） 4. Because of that... （それによって/そのせいで……ことになりました） 5. Because of that... （それによって/そのせいで……ことになりました） 6. Because of that... （それによって/そのせいで……ことになりました） 7. Until ﬁnally... （ついに……しました） 8. And ever since then... （それからというもの……） 5

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ICEBREAK 3/3 • Show your the most interesting story. 6

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PART 1 - LECTURE Story Telling

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DESIGN PROCESS (EDP ver.) 9 https://titech-edp.github.io/toolkit

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Three types of ideation 10 HMWQ

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MacGuﬃn

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Source: https://www.epicgames.com/fortnite/en-US/news/infinity-gauntlet

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WHY STORY? 13 デザイン思考を使ったプロダクト開発プロセスでは、実際に設計・開発する前に、物語によってコンセプトを可視化・体験化できる。プロダクト開発プロセスでは、最初に開発チームが物語を作り、ステークホルダーと共有する。このステークホルダーには、ユーザーや将来のパートナーなどが含まれる。 Soruce: Michael G. Luchs, Scott Swan, Abbie Griffin "Design Thinking: New Product Development Essentials from the PDMA” Wiley-Blackwell

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• for members   to get a common understanding • for users  to reply useful feedback to us • for partners  to oﬀer to help us STORY TELLING for ... 14

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You don’t have to create a movie in DTF, perform a conte (skit) instead.

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THE KEY STRUCTURES OF A GREAT STORY

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THE HERO WITH A THOUSAND FACES 21

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THE HERO'S JOURNEY 22 https://en.wikipedia.org/wiki/Hero%27s_journey

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THREE-ACT STRUCTURE by Syd Field 23 https://en.wikipedia.org/wiki/Three-act_structure 三幕構成

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Ki-Sho-Ten-Ketsu • Kishōtenketsu describes the structure and development of classic Chinese, Korean and Japanese narratives. • 起：The ﬁrst verse introduces the female characters of the story. • 承：The second verse gives more details about both. • 転：Verse three goes astray to an unrelated territory. • 結：Verse four explains. • The concept has also been used in game design, particularly in Nintendo's video games, most notably Super Mario games; their designers Shigeru Miyamoto and Koichi Hayashida are known to utilize this concept for their game designs. 24 Source: https://en.wikipedia.org/wiki/Kish%C5%8Dtenketsu 起承転結

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Super Mario 3D World's 4 Step Level Design 25 Super Mario 3D World's 4 Step Level Design | Game Maker's Toolkit - YouTube https://www.youtube.com/watch?v=dBmIkEvEBtA

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STORY SPINE by Kenn Adams • Once upon a time... （あるところに……がいました） • Every day... （毎⽇のように……していました） • Until one day... （あるとき……が起こりました） • Because of that... （そのせいで/そのために……ことになりました） • Because of that... （そのせいで/そのために……ことになりました） • Because of that... （そのせいで/そのために……ことになりました） • Until ﬁnally... （ついに……しました） • And ever since then... （それからというもの……） 26

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EDP Toolkit 27 https://titech-edp.github.io/toolkit

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How about characters?

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Pragmatic Persona by Jeﬀ Patton 29 ↓Name and Role ← Situation and Context Face → Profile → ← Product implications （interaction with the product) Source: https://www.stickyminds.com/article/how-pragmatic-personas-help-you-understand-your-end-user

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[info] Persona - Descriptive model of users 30 “Personas are not real people, but they are based on the behaviors and motivations of real people we have observed and represent them throughout the design process. ” —About Face 3: The Essentials of Interaction Design by Robert Reimann; Alan Cooper; David Cronin

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[info] Persona - Descriptive model of users 31 “If you try to design an automobile that pleases every possible driver, you end up with a car with every possible feature, but that pleases nobody. ” —About Face 3: The Essentials of Interaction Design by Robert Reimann; Alan Cooper; David Cronin

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Part 2 - DEBRIEF

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DEBRIEF • What are some questions you have about Story telling? 33

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Part 3 - DESIGN CHALLENGE

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Design Challenge • 1. Share the homework • 2. Choose the best idea and/or create new one • 3. Create a storyboard with respect to the idea • 4. Create Personas and (large/small) props • 5. Perform a skit (a couple minites) 35 〜13:20：Lunch 13:20〜：Skit

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PART 1 - LECTURE ③ Design Principles

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DESIGN PROCESS (EDP ver.) 37 https://titech-edp.github.io/toolkit ① ② ③

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Three types of ideation 38 HMWQ

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Design Principles Three types of ideation 39 HMWQ

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Concrete solution is not always the best 40

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Why do you think the “idea” is the best? 41 Use the Design Principles as a Milestone or “Save Point”

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Two more things: Inner Circle and Outer Circle

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DESIGN PROCESS (EDP ver.) 43 https://titech-edp.github.io/toolkit

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EDP Toolkit - Reﬂective Action Sheet 44 https://titech-edp.github.io/toolkit State your mind to encourage a sense of ownership of the product

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Reﬂection-on/in/for-action 45 Donald Schon https://ithinkidesign.wordpress.com/2012/03/31/a-brief-history-of-design-thinking-the-theory-p2/ https://medium.com/titech-eng-and-design/-5b9cb1229064

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DESIGN PROCESS (EDP ver.) 46 https://titech-edp.github.io/toolkit

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EDP Toolkit - Competitive Positioning Map 47 https://titech-edp.github.io/toolkit Make clear the diﬀerence with competitive products

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Example of Competitive Positioning Map 48 Source: Innovator’s Toolkit: 10 Practical Strategies to Help You Develop and Implement Innovation by Harvard Business School Press Published by Harvard Business Review Press, 2009

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Example of Competitive Positioning Map 49 Source: http://strategictoolkits.com/strategic-concepts/perceptual-map/

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EDP Toolkit - 9-window tool 50 https://titech-edp.github.io/toolkit Don’t stick to just one idea. Broaden your perspective.

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Example of 9-window tool 51 ❓

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Part 2 - DEBRIEF

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DEBRIEF • What are some questions you have about • Design Principles • Reﬂective Action Sheet • Competitive Positioning Map • 9-window tool 53

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PART 1 - LECTURE Presentation

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DESIGN PROCESS (EDP ver.) 55 https://titech-edp.github.io/toolkit

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PITCH (Elevator Pitch) • "a short description of an idea, product, company, or oneself that explains the concept in a way such that any listener can understand it in a short period of time. " • "The name—elevator pitch—reﬂects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes." 56 http://www.slush.org/slush-tokyo/slush-tokyo-2018-pitching-contest-semi-finalists-announced/ Source: https://en.wikipedia.org/wiki/Elevator_pitch

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PITCH has a Common Structure 57 https://invest2start.com/archief/pitch-deck-complete-guide-pitch-presentation/ https://blog.ycombinator.com/intro-to-the-yc-seed-deck/

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Popular Structure • For (target customers)  これは「現在、市場に流通している代替⼿段」で問題を抱えている   （※⽇本語は次の項⽬と順番が逆） • Who are dissatisﬁed with (the current market alternative)  「ターゲット顧客」向けの • Our product is a (new product category)  「製品カテゴリー」の製品であり、 • That provides (key problem-solving capability).  「製品で解決できること」ができる。 • Unlike (the product alternative),  そして、「対抗製品」とは違って、 • Our product (describe the key product features).  この製品には「主な機能」が備わっている。 58

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How to sound smart in your TEDx Talk 59 TEDxで賢そうにプレゼンする秘訣 https://www.tedxtokyo.com/translated_talk/how-to-sound-smart-in-your-tedx-talk/?lang=ja

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EDP Toolkit - Pitch 60 https://titech-edp.github.io/toolkit

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“Voice of User” comes from User Test 61 https://titech-edp.github.io/toolkit

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Final Presentation (the last class) • 10 min for each team. • 1. Pitch (about your main product, using the previous template) • 2. Skit (about your main product): could be included in the pitch • 3. Design Process (how to design your products, including rejected ideas) • Upload the slide to Slideshare or SpeakerDeck, and submit the URL to Slack#ﬁnal-presentation- b after the presentation. 62

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Schedule • 5/18 • AM: Lecture of Prototyping • PM: Prototyping and Preparation for the final presentation • Homework: Preparation for the final presentation • 6/1 • AM: Preparation for the final presentation • 13:20-14:20: Presentation (1) (3 teams) 10 min presentation + 10 min feedback • 14:35-15:35: Presentation (2) (3 teams) 10 min presentation + 10 min feedback • 15:40-15:50: Reflection • 16:30- Party • Homework: Presentation Slide and Personal Report (w/ google form) 63

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Summary • Storytelling plays a big role in product development. • Stories have a structure. • You should reﬂect on yourself to encourage a sense of ownership • Design Principles and Reﬂective Action Sheet • You should broaden your perspective with survey. • The presentation is a kind of story. • Therefore, the presentation has a structure. 64

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Part 2 - DEBRIEF

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DEBRIEF • What are some questions about pitch? 66

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Part 3 - DESIGN CHALLENGE

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Homework • Homework: Individually, run through the whole process:   0. [option] Previous Steps - Research, POV, HMWQ, Sketch, and so on   1. “Storyboard”   2. “Design Principles”  3. “Competitive Positioning Map”  4. “9-Window tool”  5. “Reﬂective Action Sheet”  6. “Elevator Pitch” • then put them together as a free-form report (.pdf) and post it's LINK to slack #homework-20190511. • Bring your tools and materials (costs at most 1,000 JPY) for prototyping in the next class. • Groupwork: run through the whole process as a team. 68

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Reﬂection • Take a LARGE sticky note. (or Combine two notes) • Write down your name (id) and dept/comp. • Write about today (Japanese is OK) : • Keep (Good thing for YOU and TEAM) • Problem (Bad thing for YOU and TEAM) • Try (Improvements for YOU and TEAM) • Suggestion (for this CLASS) • Take a photo of all of the team member's reﬂections. • Post the photo to Slack #realtime-yyyymmdd. 69 Name (id) and Dept/Company Keep Problem Try Suggestion